Napa, the auto repair retailer, has launched a campaign hinged on what it says sets it apart: qualified personnel.
A know-how attitude is being promoted for both of Napa’s main brands – the Napa Autopro service centres and Napa Auto Parts stores, which sell car tools, parts and accessories.
Montreal agency of record BCP has created a new positioning: “At Napa, we’ve got the know how!”
According to Jonathan Rouxel, co-creative director and art director at BCP, employee training is a major differentiator for his client.
“There are a lot of garages and auto parts suppliers out there that don’t have the people in place to recommend the good parts and tools or can recommend how to manage your car,” said Rouxel.
“We recommended an umbrella ‘Napa know-how’ positioning,” said Jean-Louis Dufresne, VP, senior director at BCP. “This is the first time they’ve had umbrella positioning for their two main brands.”
Two 30-second spots, which BCP developed and also did the media planning and buying for across Canada, have been launched. Produced by Jet Films, they have English and French versions.
This spot for Napa Autopro started last week and will run until May 6. Rouxel said it is mostly skewed to women 25-45.
The ad for Napa Auto Parts will begin airing on April 23 and air again in September. It is targeted mostly at 25-45 DIYers that need a few recommendations, “but they love to repair their cars by themselves,” said Rouxel.
